I think what's so interesting and unique about our hire, having spent a good amount of time since our hire, is not only the breadth of "hard" and "soft" skills, but the ability to blend them together seamlessly to achieve exceptional results.
Our MSM hire definitely has the chops I would expect of a typical "business school grad" - i.e. being able to run a regression analysis and determine what's driving quality community participation on ideation projects.
On the flip-side, our hire can also look at a creative treatment or script, pick apart what's not working, and make suggestions about how to improve upon it. The kind of thing a good Creative Director does and absolutely not something I would expect from your typical MBA.
Beyond that, where our MSM hire shines (it's really a superpower) is putting together two things in a way where 1 1=3 rather than 2. For example, the typical "quant" would look at the engagement rates of our posts and likely conclude that certain pictures with multiple instances of the product lead to higher engagement, which they do...but that's where it stops for most people. They run the analysis using sophisticated social listening tools, draw conclusions, present the information, and move onto the next thing.
That's not how our MSM hire operates. Consumer behavior and insights are inspiration, and further, our hire thrives off of being able to turn a seemingly innocuous piece of information into a powerful and resonant creative idea. So where most people would go, "I guess we should take lots of pictures of product," our employee goes, "Ok, how can I use this to further my client's business objectives?"
So we ran a project and the Tongal creative community came back with 337 ideas. Our employee was able to pull out three options that had potential, refine them, and sell one of them back to the client. Not only did the idea provide a unique POV on how to leverage something that we know works on social media, but it gave the client a medium for expression in a repeatable format that the brand could own. Further, it perfectly aligned with the master brand campaign.
Not only is the outcome of the work beautiful, but it actually solves a business challenge and provides a way for the brand to have an ongoing conversation with its fans.
And that's just one example of how our MSM hire is able to blend art and science together in a way that is truly inspired.